Matt BrittonFounder & CEO powering AI-driven consumer insights

My Adidas Branded Entertainment Success Story

Name: My Adidas Branded Entertainment Success Story
Uploaded: 2019-01-15T19:06:04Z
Channel: Matt Britton
Description: This YouTube monologue recounts early intersections of hip-hop culture and brand marketing: Rev Run's song "My Adidas" led to an ad deal with Adidas…

15 Jan 2019

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This YouTube monologue recounts early intersections of hip-hop culture and brand marketing: Rev Run's song "My Adidas" led to an ad deal with Adidas, marking a crossover moment; hip hop broadened from urban to suburban markets; Snoop Dogg's 1997 appearance on Saturday Night Live wearing Tommy Hilfiger helped mainstream brand crossover. The speaker contrasts this early era with today's commonplace artist-driven brands (examples cited: Diddy, Jay Z).

Questions this video answers

1997

"My Adidas"

When Rev Run and the crew wrote My Adidas, it wasn't really a branded entertainment activation that they were trying to get in ad age. They really just love wearing Adidas shoes and they wrote a song about it and of course the executives from Adidas called them and the next thing you know they had an ad deal with Adidas. It was a big crossover moment in entertainment and brand. What started to happen is hip hop started to breed as a national phenomenon amongst not just the urban markets but the suburban markets. In 1997, Snoop Doggy Dogg got on stage during Saturday Night Live wearing a Tommy Hilfiger shirt. Snoop Dogg took his growing popularity at that time and actually was able to have his brand have mainstream crossover appeal. Now we see it every day. We see Diddy coming out with a vodka brand. We see Jay Z coming out with who knows what. It's commonplace today. But back then it actually wasn't. Brands were status symbols.